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    MRF Tyres: Presented by

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    Rajneesh Sharma
    MRF Ltd. started as a small toy balloon manufacturing unit in 1949 in Chennai, India. It began manufacturing tires in 1961 in collaboration with an American company. MRF is now a leading tire manufacturer in India with several plant locations. It produces tires, conveyor belts, industrial paints and other products. MRF markets its tires to automotive companies and has key competitors such as Apollo Tyres and CEAT. It uses a distribution network of regional and local centers to sell products nationwide.

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    MRF Tyres: Presented by

    Uploaded by

    Rajneesh Sharma
    3K views33 pages
    MRF Ltd. started as a small toy balloon manufacturing unit in 1949 in Chennai, India. It began manufacturing tires in 1961 in collaboration with an American company. MRF is now a leading tire manufacturer in India with several plant locations. It produces tires, conveyor belts, industrial paints and other products. MRF markets its tires to automotive companies and has key competitors such as Apollo Tyres and CEAT. It uses a distribution network of regional and local centers to sell products nationwide.

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    MRF TYRES

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    MRF Ltd. started as a small toy balloon manufacturing unit in 1949 in Chennai, India. It began manufacturing tires in 1961 in collaboration with an American company. MRF is now a leading tire manufacturer in India with several plant locations. It produces tires, conveyor belts, industrial paints and other products. MRF markets its tires to automotive companies and has key competitors such as Apollo Tyres and CEAT. It uses a distribution network of regional and local centers to sell products nationwide.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    3K views33 pages

    MRF Tyres: Presented by

    Uploaded by

    Rajneesh Sharma
    MRF Ltd. started as a small toy balloon manufacturing unit in 1949 in Chennai, India. It began manufacturing tires in 1961 in collaboration with an American company. MRF is now a leading tire manufacturer in India with several plant locations. It produces tires, conveyor belts, industrial paints and other products. MRF markets its tires to automotive companies and has key competitors such as Apollo Tyres and CEAT. It uses a distribution network of regional and local centers to sell products nationwide.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 33

    MRF TYRES

    Presented by:
    Swapnil Chaudhari
    Akshay Kumath
    Rahul Banwani
    Muechen International Business School
    Kushal Rastogi 1
    Introduction
    • The company, MRF Ltd., originally started as a
    small manufacturing unit of balloons, latex cast
    squeaking toys and industrial gloves.

    • A young entrepreneur, K. M. Mammen


    Mappillai, opened a small toy balloon
    manufacturing unit in a shed at Tiruvottiyur,
    Madras (now Chennai).

    • The company established its first office in 1949


    at Chennai

    • It began the manufacturing of tyres in 1961.


    Muechen International Business School 2
    Facts
    • In 1961 the Madras Rubber Factory Private
    Limited was converted into a public company.

    • Additional capital was issued in order to start


    the manufacture of automobile tyres and tubes
    in collaboration with the Mansfield Tire &
    Rubber Co., Mansfield, Ohio, U.S.A.

    • The Company was given permission to export


    tyres having Mansfield trade mark to all world
    markets except U.S.A. and Canada.

    Muechen International Business School 3


    Facts
    • The Company was identified as `Star Exporter',
    a status that enables the company to get
    priority treatment in several areas concerned
    with customs.

    • MRF became the first tyre company in India to


    cross the INR 10 billion mark in 1993

    • The Company has received the Top Export


    Award for the year from All India Rubber
    Industries Association in 1995 and has been
    receiving the same regularly since then.
    Muenchen International Business School 4
    Facts
    • MRF Tyres has signed an OEM (original
    equipment manufacturer) alliance with various
    automobile giants.

    • Funskool, the No. 1 toy company in India, is a


    joint venture between MRF tyres and the
    world's largest toy company Hasbro Inc., USA.

    Muechen International Business School 5


    Products
    • Tyres

    Muechen International Business School 6


    Products
    • Conveyor belts

    Muechen International Business School 7


    Products
    • Pretreads

    Muechen International Business School 8


    Products
    • Industrial Paints and Coatings

    Muechen International Business School 9


    Plant locations in india
    • Tiruvottiyur, Chennai
    • Kottayam, Kerala
    • Usgao, Goa
    • Arakkonam, Tamil Nadu
    • Medak, Andhra Pradesh
    • Pondicherry

    Muechen International Business School 10


    INDUSTRIAL MARKETING
    • Industrial marketing consists of all activities
    involved in the marketing of products and
    services to organizations that use product and
    services ,in the production of consumer or
    industrial goods and services ,and to facilitate
    the operations of their enterprises.

    • Eg: MRF markets its tyres to various


    automobile giants like Maruti, Tata Motors,
    Honda,etc.

    Muenchen International Business School 11


    Industrial Demand
    • The demand for industrial products and
    services does not exist by itself. It is derived
    from the ultimate demand for consumer goods
    and services . Therefore Industrial demand is
    also called Derived demand.

    • Eg. Net sales of MRF tyres was Rs 3274.37


    crores in the year 2008-09

    Muechen International Business School 12


    Customers

    Muechen International Business School 13


    FIVE FORCES MODEL

    Muechen International Business School 14


    Muechen International Business School 15
    KEY COMPETITORS

    Muechen International Business School 16


    RAW MATERIALS

    Muechen International Business School 17


    • Number of Suppliers – Low

    • Availability/ acceptability of raw material


    substitutes – Low

    • Switching costs – High

    • Threat of forward integration – High

    Muechen International Business School 18


    BARGAINING POWER OF BUYERS
    • OEM’s High
    • In Replacement Market Moderate
    • Switching Cost Low
    • Threats of Backward Integration Low

    Muechen International Business School 19


    THREAT OF POTENTIAL
    ENTRANTS
    • LOW, due to HIGH ENTRY BARRIERS
    • Highly capital intensive industry
    Rs4bn for radial tyre plant with a capacity of
    1.5mn tyres
    Rs1.5-2bn for a crossply tyre plant of a
    capacity to manufacture 1.5mn tyres

    • High raw material costs

    Muechen International Business School 20


    Buyer-Seller Relationship
    • The most important part of buyer-seller
    relationship is the interection between a buyer
    and sales representative.On the basis of it
    there are two factors are:
    1. The content of information – includes product
    features,prices ,services,as well as individual
    needs of buyer and seller.
    2. The style of interaction –includes
    mannerisms and the format used by buyer
    and a seller in their communication.

    Muechen International Business School 21


    Various types of transactions
    based on style and content

    Compatible Style Incompatible Style

    Compatible
    content Ideal Transaction Inefficient Transactions

    Incompatible
    content Inefficient Transactions No Transactions

    Muechen International Business School 22


    Product Life Cycle

    TUBELE
    SS

    CROSS
    FLATLES PLY
    S RADIAL
    Major Sales Segments
    Demand Categories
    Pricing new product
    • Skimming strategy .
    Selling a product at a high price, sacrificing high sales to gain a high profit,
    therefore ‘skimming’ the market. Usually employed to reimburse the cost of
    investment of the original research into the product.

    • Penetration strategy
    The price is deliberately set at low level to gain customer's interest and
    establishing a foot-hold in the market.

    26
    Distribution Channels
    • MRF has one of the largest tyre distribution
    channel in India. It has divided the indian
    subcontinent into 33 regions and has setup a
    Regional office in each region.
    • The basic structure comprises of the following:
    • Factory
    • Divisional Distribution Centers
    • Regional Distribution Centers
    • Carrying & Forwarding Agents
    • Dealers
    • Over 2500 sales outlets all over India
    Muechen International Business School 27
    ADVERTISING
    • Various ads in Televisions
    • Billboards
    • Sponsors to various racing events
    • Sport accessories

    Muechen International Business School 28


    Muechen International Business School 29
    Muechen International Business School 30
    Muechen International Business School 31
    Muechen International Business School 32
    Muechen International Business School 33

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